Vicy West

  • Sydney 02
Vicy West

Digital marketing professional

Work experience

Work experience
Jan 2012 - May 2015

Digital Marketing Advisor

Royal College of Midwives
  • Planning, strategy and budget holder for online, cross-functional marketing campaigns.
  • Manage and implement the social media strategy aiming to generate awareness, drive membership and provide engagement with diverse key stakeholders.
  • Lead the creation of online content, turning complex medical information into engaging and simple to understand infographics and multimedia packaging.
  • Manage and monitor social media and online advertising using Facebook and Google AdWords.
  • Copy writing for social media platforms, blogs, email, and web campaigns.
  • Deliver & present online channel analytic reports using Hootsuite, Google Analytics and Adestra.
  • Deliver new CMS, integration of microsites and redesign of website.
  • Content editor for RCM website using Easysite and Drupal CMS.
  • Deliver effective email programme for all stakeholder communications.
  • Plan and carry out student membership recruitment, retention and engagement campaigns to annual targets using social media, SEO and email campaigns.
  • Producing and presenting budgets bids to all levels stakeholders from senior directors to external agencies.
  • Enforce and build upon RCM corporate identity guidelines throughout all communications.
  • Manage relationship with digital and design agencies.
  • Collaborate with other departments and country offices to deliver cohesive plans and best practice workings.
  • Managing interns work tasks and overseeing their development.

Key achievements:

  • Achieving a 49.9% turnout with 82% prepared to strike in the first ever RCM industrial action poll. Planning & implementing a structured and legally adherent online comms plan. Achieving average of 57% engagement on social media posts, driving open rates of email to average of 72% and increasing traffic via social referral by 32%.
  • Improved direct traffic to RCM site from average of 32,000 unique visitors per week to 49,000 using social engagement and email marketing.
  • Brought email system in-house and improved CTR from 13% - 27% average on member communication over 6-month period using A/B testing, segmented messaging and HTML templates.
  • Delivery of redesigned website, integration of microsites, overseeing move to Drupal CMS within an eight month project.
Jan 2010 - Jan 2012

Marketing Officer

Royal College of MidwIves
  • Execute & manage campaign activity from inception, brief, delivery and review.
  • Manage and implement the social media strategy, building followers and providing new content to encourage engagement.
  • Manage online internal community group for health professionals.
  • Co-ordinate marketing content calendar.
  • Website content editor, identifying navigation improvements & managing content creation.
  • Identifying existing company resources and repacking to deliver online content.
  • Deliver email programme.
  • Work with Alliance partners and internal stakeholders to develop new service launches achieve mutual benefits.
  • Copy writing and proof reading for both online and offline channels including members magazine.
  • Manage external suppliers in creation of online adverts and assets.
  • Produce progress & financial reports for online activity, recruitment & promotional activity.

Key achievements:

  • Launched social media strategy with staff guidelines, introducing and attaining support for corporate Twitter and Facebook profiles, growing both successfully to 11k followers with organic methods alone.
  • Introducing a new channel of recruitment via social media and taking the average face-to-face cost per student acquisition from £24 to £7.
  • Attained 75,000 signatures for Protect Maternity Services Campaign with a budget of just £5,000 using mix of social and email marketing.
Jun 2010 - Jul 2010

Marketing & PR Senior Account Executive (temp Contract)

Beattie Communications
  • Drafting and issuing press releases, feature articles, blogs, web copy & e-alerts.
  • Copy writing for various media channels including blogs, social media, press releases and advertorials.
  • Planning and implementing new product communication launches for online release.
  • Maintaining and organising client documentation.
  • Drafting proposal presentations and supporting literature.
  • Undertaking competitor analysis.

Key achievements:

  • Gaining TV, global online & national print coverage with a small budget stunt for Edam cheese at Ascots Ladies Day.
Nov 2008 - Dec 2009

Communications Senior Account Executive

BJL Group
  • Planning & deliver of Marketing & PR campaigns.
  • Planning & deliver of new product/service launches.
  • Producing content calendars for client social networking sites.
  • Content and navigation management for client’s websites.
  • Drafting releases, media briefing kits, feature articles, advertorials & case studies.
  • Organising media desk drops and press conferences.
  • Producing merchandise and marketing material for client stands & events.
  • Proof reading and sub editing.
  • Writing proposals, pitches and delivering new business presentations.

Key achievements:

  • Part of a winning team of 2 who won 7 CIPR Pride Awards for Strength to Change (Hull PCT) and Be Cotsafe (Manchester PCT).
  • Launched Crabbie’s Alcoholic Ginger Beer with a mix of promotions including TV adverts, TV comedy awards sponsorships, interactive online games, radio adverts and nationwide stunt events.
  • Running social media competitions for Lambrini driving an uplift of traffic to website of 34%.
Jun 2007 - Nov 2008

Communications Assistant

SASS Brand Communications
  • Writing, distributing and selling in press releases, advertorials and competitions.
  • Handling media requests for samples, shots and information.
  • Event project management including exhibitions, PR stunts, media visits.
  • Managing and producing campaign budgets & evaluation reports.
  • Preparing contact reports, monthly account reviews & coverage.
  • First point of contact for clients & media.

Key achievement:

  • Creating standout and gaining national media attention both on and offline for a small-scale pet food distributor at the world’s largest dogs show Crufts.
  • Launching Thorntons online Christmas advent gift calendar with an open rate of 79% via email distribution.
  • Driving traffic uplift of 24% to Bottlegreen Drinks Co by holding social media/ press competitions to win chance to play tennis with Pete Sampras
Jan 2004 - Jan 2007

BA Hons Degree Public Relations & Communications

Leeds Metropolitan University
Jan 2002 - Jan 2004

Communications Assistant

Leicester City West Primary Care Trust
  • Content, design & distribution of marketing materials and literature.
  • Contribution to development & content management of first company website.
  • Assisting with design, content, production of annual review & report.
  • Drafting media releases & responding to media enquiries.
  • Drafting articles for the monthly staff newsletter & inputting on design.
  • Arranging large-scale conferences and events.

Key achievement:

  • Smooth delivery of communication to NHS staff in Leicestershire regarding the banding requirements and implications of the Agenda for Change using email, website and direct marketing channels.


Jan 2013 - Jan 2014

Diploma Digital Marketing (Credit)


Modules include Social Media, Analytics, Mobile, Website project management, SEO

2007 - 2009

BA Hons Degree Public Relations & Communications

Leeds Metropolitan University
2007 - 2008

HND Public Relations & Business

Leeds Metropolitan University

Technical skils

  • Google Analytics, Radian6
  • Content management systems Easysite, Drupal
  • Hootsuite, Tweetdeck
  • Wordpress
  • iMovie
  • Google Adwords
  • Google Trends, Google Keyword Tool, Google Ad Planner
  • Adestra, Mailchimp
  • Adobe Photoshop
  • Advanced Microsoft Office
  • HTML
  • Sharepoint